Promotional Video Examples and Analysis

Breakdown of Technical Conventions (Mise en Scene. Camera, Editing) and how they create Code/Conventions that further the identity of the brand and help target the Key Demographic/Target Audience.

DollarShaveClub.com - Our Blades Are F***ing Great

DollarShaveClub is an originally American subscription service that provides shaving supplies like razors, shaving cream, etc. For $1 a month and replacement for those products as they are delivered to your home.

Mise en Scene:

The promotional video uses the Setting of the companies warehouse to showcase them as a large operation as the viewer can see all of the storage and establishes them as a professional and successful business, the video also uses there setting in combination with props and Decor to create humour. Its use of costume with the man in a bear costume and the toddler shaving a man's head creates humour establishing intimacy with the customers as it humanizes there brand (much like how brands use social media to mimic individuals).

The humour is also a technique to target there demographic of millennium's adults ('20s to late '30s) who are defined by there meta humour and anti-establishment feeling on big companies like Amazon and Facebook, as DollarShaveClub.com separates from this plans by aiming with there setting to target working-class people as the setting and the performance of the Ceo is meant to mimic every day 9 to 5 jobs, which is further proven by the use of Alehondro in the video as it shows the consumer they are creating jobs for the community. 

Camera:

The promotional video uses a talking head style (talking directly into the Camera) with its use of zooms in and out of the Ceo's performance as well as tracking and panning shots as we follow him around the warehouse, this establishes intimacy, as we stay on eye level with the CEO making them seem like the consumers, equals as we sympathise/relate with him. Making us want to buy the product as we see the owner as a friend rather than a superior.

Editing:

The video uses Jump Cuts to keep the video engaging and quick as we see the camera transition between sections of the factory as the Ceo breaks down the goals and benefits of the brand/product, which is further infused by cutting to there tagline at the end of the video "Shave Time. Shave Money." further keeping the product in the consumer's mind as the narrative of the video links and relates to there slogan. The length of the video itself is also short and two the point at 1 minute and 33 seconds it allows this video to be shared on multiple platforms from  TV Slots to Social Media and has enough moment in the video itself that relates to the benefits of there product that this segment could be separated into smaller bite-size content to save money on advert cost buying on these various platforms.

Conclusion

The promotional video uses its short length to give an energized video that fully explains the intent of the product and blad while marketing tho their target demographic with humour and Mise en Scene. However, this product fails to create a broader demographic of men and focuses on this age group which could mean older generations would not take interest in this product despite there disposable income, but apart from that, it creates a quick and easy to understand video on the product and I can see many techniques that I will want to include in my productions. 

Comparing to Competitors

Gilette

As one of the Dollar Shave Clubs competitors, Gillette uses cinematography and setting along with the use of epic non-diegetic music to make their product look and feel high end similar to car brands as they comment on the effectiveness of the product rather than the price. However, the dollar shave clubs method is clearly superior to market to a wider more affordable audience as they focus on selling to working-class consumers and keep there promotional video grounded and relatable by having the CEO shown as a person rather than a product/business (personifying the brand). This level of engagement compared to Gillette is far better as they make their product seem available to all consumers rather then Gillette whos promotional videos and advertising simply use cinematic language to make their brand seem high en and not affordable to the average consumer.

D&D Beyond Official Theme/Promo

D&D Beyond is a digital service that helps you manage Rules and Infomation when you play the tabletop R.P.G game Dungeons and Dragons, its a free app service but allows you to buy items within it for easier access.

Mise en Scene:

Since the game, D&D (Dungeons and Dragons) was released in the '80s the video uses 80s style animations like The Black Cauldron (1985) to showcase the Setting/Origins of D&D and the video use of bright colour creates a more engaging video keeping the viewer more engaged with the various imagery on screen, this also combined with the 80's Soundtrack/Non-Diegetic Music allows the video to relate to the original players of the game and its use of catchy lyrics that relate to the mechanics of the product itself with lyrics like  "You need a place to track your stuff, cause your so disorganised" which is what the app/product is supposed to help the consumer organize.

The animated Costumes of the characters also reference the types of characters (also known as Classes) you can play in the game and the performances in the animation and their design are based on an online show/web series that is popular in the D&D community known as Critical Role, further garnering interest in consumers as fans of the show may now be attracted to this service as well.

Camera:

The Camera in this video consists of P.O.V and establishing shots of the setting and characters is meant to make the viewer envision themself as the "Warlock" in the video as P.O.V personifies the viewer as being in the video and makes them want to buy the product as they want to experience the display of wonderful fantasy imagery in the video that the Establishing Shot showcases the gameplay of Dungeons and Dragons linking to the mantra of D&D Beyond as helping experience take care of all of the boring parts of the game and allow me to fully experience the wonder D&D has to offer "Play with Advantage" as they simply want to help people play the game.

Editing:

The Video is entirely digitally animated and mimics the style of the 80s and creates CGI displays of the characters powers and abilities that D&D Beyond is designed to help the consumer manage with ease, further making them want to buy the product so they can experience these abilities displayed by the characters in the video. The video short length of 49 Seconds also allows it to be showcased on both Social Media platforms and TV without issue and for relatively cheap due to its short length.

Conclusion

The Promotional Video by D&D Beyond showcases the app/products goals and uses a nostalgic style of the '80s to entice viewers to buy the product as well as using characters from Critical Role known by there target demographic of D&D fans/players that they want to purchase and use the platform/app.

However, I think the promotional video can better breakdown the detail for what their product does, however, I think for a short and simple 49-second video it garners interest from those they want to use/buy there product.

Comparing to Competitors

World Anvil

World Anvil uses its promotional video to showcase the functionality and capability of the app/website as they have an employee go through everything that the app can do. This gives more information to the consumer on how the product works and what can be achieved with it unlike D&D Beyond which only creates a simple understanding of the product, but D&D Beyond uses more engaging cinematic language to engage the viewer/consumer with catchy music and vivid animation style, in conclusion, I believe that both brands created compelling promotional videos one focused on engagement and one focused on functionality however it is clear that a good promotional video requires a balance between both of them.

Purple Boys - Ideal Sleep Solutions and Zonk Strategies (Episode 1 of 6)

Purple is an American based comfort technology company specializing in mattresses pillows/cushions, etc. This promotional video, it creates a sketch comedy series about the fictional characters who represent the Purple company as they try and help the audience get better sleep as well as those they interact with this short 6 Episode series.

Mise en Scene:

The video uses the colour purple in the setting/decor and costumes as it works as a branding tool for the Purple Mattress company as it is used as the iconic colour of there products and unique plastic polymer products. The performance of the two actors Geno Purple played by Eric Wareheim and Quirky Purple who is played by Tim Heidecker, both internet personalities and comedians who have an established audience from there Podcasts like "Office Hours Live with Tim Heidecker" and their presence on social media platforms like Instagram. By having them in this Promotional Video not only does it attract their audience/fans to the product but due to there audience targeting for this video being working adult by having these performers at the age of the late '20s and 30's demographic who suffer from lack of comfortable sleep and the so-called Sunday Scaries as mentioned in the dialogue.

The use of comedy to further sells their product by making the audience comfortable in the scene with its use of 80's non-diegetic music that can only be compared to a combination between a classic sitcom like Family Matters (1989-1998) and the acid trip scenes in Fear and Loathing in Las Vegas (1998) which is only enhanced by the eccentric performances by Eric Wareheim and Tim Heidecker.

Camera:

The cinematography in the video uses a classic medium shot of a chat show with the two main actors and uses closeups on the characters in a talking head interview style with them directly addressing the audience/camera. Having this constant eye level with the characters create a relatable if a bit slightly uncomfortable relationship with the viewer as it makes us more interested in the bizarre promotional video and the product they are selling. The use of longshots as we see characters use a Purple mattress clearly showcases there product as it sells and showcases it in a creative original format.

Editing:

The use of CGI (Computer Generated Imagery) in the video makes the video seem like a promotional video from the '80s with its use of cheap-looking font style akin to the original adverts during the early invention of video software like Powerpoint in the 2000s. The use of Green Screen in the video also has this effect and by using it to duplicate these character and move them around the screen in hectic and unconventional ways along with classic transitions and image altering effects used in the most primitive of editing software like creating blur effects. This use of amateur techniques combined with the clearly large budget for the production creates a memorable promotional video that sticks in the viewer's mind.

Conclusion:

In conclusion, the video successfully promotes the product by using interesting and unusual cinematic techniques, from is purposely use of amateur editing techniques and bizarre performances as it clearly caught the attention of the consumers with the over 4 million views on the first video and more than 10 million on the whole promotional video series. As it capitalised on the internet sensation of Youtubes comedy/horror video and series like "Too many cooks" (2014) and "Don't Hug Me I'm Scared" (2010). This clear use to capitalise on this strange period of entertainment of Youtube made there limited TV series method of release for this promotional video series stay in the online zeitgeist for an extended period of time and more likely garnered interest in the product due to the oddity of the campaign if nothing else. This promotional video took advantage of the online medium of Youtube and the internet trends of the time by making the product a sharable joke/meme.

Comparing to Competitors

Simba

Simba uses cinematic language to appeal to an adult audience as it uses fragmentation with its use of closeups on the mattress and the machinery being used to test it to imply a sexual undertone along with its narration stating "Because you do more in bed then just sleep" this sexualisation of the product similar to the coke promotional video/advert (in my post on Walter Murch's Editing Rules) I analyzed on my blog this use of editing style to imply these adult themes links that feeling to the product causing them to buy it thinking that because they own the product they will have these sexual experiences alluded to in the cinematic language. Comparing this to Purples use of comedy both have engaging ways to market there brand, but I feel in comparison to Purple, Simba is falling behind by failing to distinguish itself from its competitors as sexualising a product is a common place in media and advertising and need to find a way to create a distinguished online presence as Purple has done.

How these Examples will Effect my own Promotional Video

The methods I will be taking into my own Promotional Video Ideas will most likely be the convention of the Talking Heads Format into some of my pitch ideas as it seems like an easy and compelling way to identify and market to the audience. As it makes the video more sympathetic and marketable through eye-level camera angles and making the audience feel more involved.

I will also be taking on in some capacity the unique animation style of the D&D Beyond Promotional Video as well as there usage of pre-existing media personalities like The Critical Role Cast, this was also showcased in the two comedians Eric Wareheim and Tim Heidecker to attract audiences to teh Purple brand. This convention of using internet personalities is usually for the use of Celebrities like Kevin Bacon in various adverts like 4G. However, lesser-known internet personalities will be cheaper for my production and having them attach to my product via these interconnected influencers will also provide a boost in product interest from the demographic if I pick the correct internet personalities.

Reference List:

DollarShaveClub.com - Our Blades Are F***ing Great Available (Online):

https://www.youtube.com/user/DollarShaveClub

D&D Beyond Official Theme/Promo Available (Online):

https://www.youtube.com/watch?v=A4BuL886bJA&ab_channel=D%26DBeyond

Purple Boys - Ideal Sleep Solutions and Zonk Strategies (Episode 1 of 6) Available (Online):

https://www.youtube.com/watch?v=Jyn6g6JFkIY&ab_channel=Purple